Purpose: This study aimed to provide a critical review of the evolution of customer relationship management (CRM) research in the hospitality and tourism field.Design/methodology/approach: The study conducted a thorough systematical literature review by collecting papers from 14 leading tourism and hospitality journals. The examination of the literature is first based on the evolution of CRM notion and its definitions. Next, CRM studies in the literature that are related to hospitality and tourism were assessed based on their timelines and themes. Thirdly, the studies were classified based on CRM components and its impacts on firms' performances. Findings:The literature review provided an in-depth understanding on the progress of CRM based on the selected topics and suggests a redesigned research agenda for scholars, graduate students, and practitioners. Implications:This study provides new and meaningful avenues for further research in CRM in hospitality and tourism area.Originality/value: CRM has a key role in business performance and increased customer satisfaction and retention, specifically in the context of the service industry. To date, scholars have produced an abundant number of CRM related studies in tourism and hospitality journals. In this study, the progress of CRM research conducted in the tourism and hospitality sector is critically reviewed. . Despite the growing interest of researchers in studying CRM, there is still very little research that focuses on evolution and state-of-the-art aspects of CRM in the H&T field. Having identified this in the field, the main purpose of this study is to assess the progress of CRM. The paper proceeds as follows. We first examined the evolution of the definition of CRM. Next, CRM studies in the literature that are related to H&T were assessed based on their timelines and themes. Thirdly, the studies were classified based on the three CRM components namely people, process and technology and CRM impacts on firms' performances. Finally, future research topics and methods are discussed.
The purpose of this paper is to investigate ethical nature of social media engagement of companies and examines whether or not ethical perception of customers about the companies based on their social media activity and their actual ethical performance make an impact on consumer preferences. Social media engagement of preferred brands/companies and customers is analysed from the perspective of ethics, ethical behaviour, and ethical perception. One of the major findings of this research is that ethical performance positively affects consumer preferences. According to data analysis ethical policies and social media engagement of companies, have direct effects on ethical performance, thus ethical performance positively affects consumer preferences. Moreover, the research indicates that consumer awareness of ethical practices positively affects consumer preferences. The effects of ethical policies on ethical performance are also examined in this research and a positive direct relationship has been disclosed. The research also reveals the positive relationship between social media engagement and consumer awareness.
Globalization and developments in digital technology paved the way for online communication, mobile penetration, and social media. Digital platforms and particularly social media have become popular sources of news and online interaction. Literature review so far reveals more than one billion social media users exist globally and use social media for shopping purposes. Hence, social media has become one of the most popular tools companies using for brand relationship building activities. The effect of social media on building customer commitment needs to be explored. This article aims to identify social media use among Turkish 18-40 years old in building commitment towards their favorite brands.
Since the coronavirus disease 2019(COVID-19) has had brought severe impact on all aspects of the world. A series of interpersonal distancing methods such as ensuring effective and safe social distancing among people, wearing masks, and traffic lockdown measures are also continuing to take effect to curb the continuing outbreak of the COVID-19 (“Advice for the public on COVID-19”, 2020). In response to the globally spread of COVID-19, many advanced technologies in the field of Artificial Intelligence (AI) were applied rapidly and played an essential role in the operation for several months. There are many different leading technology categories in the field of artificial intelligence and many different sub-categories within each main technology categories. Moreover, since the AGI technology does not yet reach the basic human intelligence level, this study will focus on the impact of service robots, which are already widely used in the NAI application category, on hospitality marketing in the current situation in China. In this paper the aim is to assess the effectiveness of use of service robots in Marketing Hospitality Industry during the pandemic through a quantitative study.
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